Over the past 27 years, Dollar General has donated over $180 million to literacy programs, but their customers knew little to nothing about it. Dollar General engaged us to create a campaign that raised awareness by inviting their customers to join the cause.
We discovered that even customers with a very limited budget would still donate to causes whose purpose they believed would benefit their community directly. To get shoppers excited to be part of our mission, we had to prove that literacy education creates a better future for their friends and neighbors.
We shined a light on the impact literacy can have by creating a symbol of support: Bright Yellow Sunglasses. We inspired people to help their community by purchasing a $2 pair of sunglasses at participating Dollar General stores, with all proceeds benefiting the Dollar General Literacy Foundation. We then encouraged everyone to wear their sunglasses and share pics to show the world just how bright the future can be.
increase vs PY